The vast majority of content marketers are planning to spend more on transcreation and translation services in 2018 as they attempt to improve how they adapt and localise news, articles and videos in order to engage with a global audience.
A new study by tech enterprise Smartling recently polled the opinions of more than 300 marketing professionals across Europe and North America, and found 94% are set to increase localisation investment during the next twelve months due to a shift in market demands.
The digital age has effectively reduced the barriers to entry for many brands seeking to broaden their horizons and 80% of respondents said engaging content was an “essential” part of expansion strategies when entering new markets. Three-quarters also said they plan to invest more in transcreation, as it is already a key revenue driver.
“Companies active in multiple geographic markets understand the many benefits localised content can deliver, but not all know how to best leverage this powerful competitive differentiator,” Smartling VP of Marketing Juliana Pereira said.
She added: “In today’s global business environment it’s all about enhancing, tailoring and personalising customer experiences. Providing translation in the local language goes the extra mile to show your customers that your brand speaks their language, quite literally.”
It means brands and marketers will look to work with digital agencies in the coming months as they make significant attempts to overhaul and optimise company content, websites, social media and mobile apps so they can be viewed, read and consumed by users in multiple languages.
